Preferential Treatment

A panel of 18- to 22-year olds revealed their preferred brands and stores. Here’s how the makers and merchants stacked up.

A panel of 18- to 22-year-old shoppers revealed their habits and preferences to Look-Look, a West Coast marketing firm. Tellingly, 27.17 percent of respondents said they don’t have a preferred brand or didn’t find their favorite among the 120 names supplied. More than one-quarter had similar feelings about the 26 mainstream retailers on the survey. Nonetheless, the results reveal a passion for shopping, with 14.3 percent shopping for clothes, shoes and accessories more than 10 times a month. Almost half shop once or twice a month. Another 26.4 percent shop three to five times a month, and 9.9 percent shop six to 10 times a month. Half the group spends less than $50 a month, and 30 percent spend from $50 to $100. About 10 percent spend from $101 to $150 a month, while just over 7 percent fork over $151 to $250 a month.